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Copy of Starbucks Business Plan

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Jasmine Cirujeda

on 8 April 2013

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Transcript of Copy of Starbucks Business Plan

Milena Flament STARBUCKS 1.1 Objectives Starbuck’s objective is
to establish company
as the most recognized
respected brand of coffee
in the world. 1.2 Mission Our
Coffee Our
Partners Our
Customers Our
Stores Our
Neighborhood Our
Shareholders 1.3 Keys to Success Unique,

Innovative atmosphere coffee
bakery items status symbol STARBUCKS 2.1 Company Ownership 2.2 Company History 3.1 Organizational Structure 3.2 Planning Team 1.0 Executive Summary - The biggest coffee houses
- Thousands of locations
- Happy employees
- Contribute to charities for
environment, children, homeless
and etc. Howard
chultz 1971 1982 1984 1987 1990 1997 1999 2000 2005 2008 2011 2.3 Starbucks Locations and Facilities Located in 87-10, Sogong-dong, Jung-gu, Seoul, Korea).

- Seven workshop rooms, gyms, nurse’s office, men
and women’s dressing rooms.

- Twenty-four hour business center
Plenty of space for every single employee.

- Underground parking. Howard Schultz

founder, chairman, president and chief executive officer William (Bill) Bradley

Allen & Company LLC
managing director Mellody Hobson

Ariel Investments, LLC
president Joshua Cooper Ramo

Kissinger Associates
vice chairman Organization Chart 3.3 Personnel Plan 1. TOEIC score of 850, TOEIC Speaking level 7, OPIC
Intermediate High or above .

2. Strong communication skills and high
presentation skills

3. At least 2 years experience in the related field. Roast Beverage Frappuccino Tazo tea 4.2 Competitive Comparison 1. Starbucks with the growth of smart phones,
social networking,

2. Starbucks had established themselves as
higher quality

3. Starbucks is to keep adapting to the products,
packaging, and the atmosphere customers
want, to stay ahead of the competition. 4.3 Sourcing Supporting
Farmers 4.4 Future Products Starbucks will have special beverages
during holiday seasons,
such as
the Christmas season in the winter 5.0 Market Analysis Summary 1. Korea coffee consumption has grown steadily over the past 10 years.

2. They favor well-brewed gourmet coffee drinks and demand great service.

3. Starbucks will strive to build a loyal customer base by offering a great tasting coffee in a relaxing environment 5.1 Market Segmentation 1. University students
2. people working in offices
3. sophisticated teenagers

gourmet coffee consumption is universal across different income categories and mostly depends on the level of higher education Market Segmentation 5.2. Market Needs General trend toward quality among Korean consumers definitely plays an important role in the recent growth in gourmet coffee. Additionally, such factors as desire for small indulgencies, for something more exotic and unique, provide a good selling opportunity for coffee bars. 5.3 Industry Analysis Korean coffe consumption $3.5 billion gourmet coffee 20% The local climate, with a hot summer season, is very conductive for the consumption of hot non-alcoholic beverages. At the same time, hot moist summers drive people into cafes to order iced drinks. Further, coffee has really become a part of the lifestyle in Korea. Its discerning coffee drinkers are in favor of well-prepared, strong coffee-based beverages, which they can consume in a relaxing environment. 5.4 Competition Cafebene The Coffe Bean & Tea Leaf UO book store Other coffee
service establishments Strategy 6.1 Strategy Pyramids 6.2 Value Proposition 6.3 Competitive Edge Save Time!
6.4 Marketing Strategy Drive Thru Facilities in Anhadong
Busy Area

High traffic commuter routes,
Close to many offices
6.4.1 Positioning Statements Retained long-term customers relationship
Relationship Marketing
6.4.1 Positioning Statements 6.4.2 Pricing Strategy Price and Quality determines the Value of the Product
Expensive -> High Quality Products
Buy Quality Beans
Efficient Training to Staff
Make an Atmosphere to Enjoy Coffee
Take a Break
6.4.3 Promotion Strategy Long-range Goal

$1000 per month -> Public Relations Services
$1000 per month -> Advertising
6.4.4 Distribution Patterns 6.4.5 Marketing Programs Distinctive Buildings
Easy to recognize
6.4.5 Marketing Programs Catering Service 6.4.5 Marketing Programs 1. Advertising and Promotion

2. Word-of-Mouth Advertising
Free Beverage Coupons
6.5 Sales Strategy 6.5.1 Sales Forecast 6.5.2 Sales Programs Drink Coupons - on an Day

Corporate Tasting Events
6.6 Strategic Alliances 6.6 Strategic Alliances 6.6 Strategic Alliances 6.7 Milestones Customer Satisfaction Surveys

Take place the first week of every month
increase budget for marketing
Big change will be updated the website
once a month
6.7 Milestones 6.7 Milestones 8.1 Important Assumptions 1. The 20-year record of positive growth for
specialty coffee drinking will continue at a
healthy rate.
2. The resilience of the coffee industry to
negative national and world events will
3. Coffee drinks will continue to be considered an
"affordable luxury."
4. 15% minimum sales growth rate over the next
three years as Starbucks becomes well known.

8.3 Projected Profit and Loss Expected Sales(Billion)
Year 1
Year 2
Year 3
8.4 Long-term Plan 8.2 Break-even Analysis 1.0 Executive Summary
1.1 Objectives
1.2 Mission
1.3 Keys to Success
2.0 Company Summary
2.1 Company Ownership
2.2 Company History (for ongoing companies)
2.3 Company Locations and Facilities
3.0 Management Summary
3.1 Organizational Structure
3.2 Planning Team
3.3 Personnel Plan
4.0 Products and Services
4.1 Product and Service Description
4.2 Competitive Comparison
4.3 Sourcing
4.4 Future Products
5.0 Market Analysis Summary
5.1 Market Segmentation
5.2. Market Needs
5.3 Industry Analysis
5.4 Competition
6.0 Strategy and Implementation Summary
6.1 Strategy Pyramids
6.2 Value Proposition
6.3 Competitive Edge
6.4 Marketing Strategy
6.4.1 Positioning Statements
6.4.2 Pricing Strategy
6.4.3 Promotion Strategy
6.4.4 Distribution Patterns
6.4.5 Marketing Programs
6.5 Sales Strategy
6.5.1 Sales Forecast
6.5.2 Sales Programs
6.6 Strategic Alliances
6.7 Milestones
7.0 Financial Plan
7.1 Important Assumptions
7.2 Break-even Analysis
7.3 Projected Profit and Loss
7.4 Projected Cash Flow
7.5 Long-term Plan
Table of Contents We Q&A Thank You
Full transcript